Posts Tagged ‘advertising’

CP+B Veterans Launch New Miami-Based Agency Markham & Stein

May 9, 2016  |  Media Week  |  No Comments

Despite talk of the end of the advertising agency business model, former CP+B executives Jeff Steinhour and Markham Cronin think small to mid-sized creative shops can thrive as long as they focus on producing great creative above all else. The duo, who have more than 50 years of advertising experience between them, felt so strongly about the viability of this narrative that they launched their own full-service agency in Miami in the form of Markham & Stein. "This thing has been a long time coming," said Cronin, who officially opens the new shop with his partner today. After leaving CP+B and leading creative at other agencies, he opened his own operation Markham Unlimited in 2005. But Cronin tells Adweek, "I was spending 20 percent of my time doing the valuable part of my job for clients and the other 80 percent actually running the agency. So when the opportunity came to talk to Jeff about maybe doing this, there was no question it was something we should try and do together." Markham and Steinhour spent 10 years together at CP+B on the creative and accounts sides of the business, respectively.

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Hulu Is Targeting Living Room Viewers With New Interactive Advertising Deals

May 4, 2016  |  Media Week  |  No Comments

Hulu spent much of last year improving the quality of its content and striking big deals for new and acquired series like Casual, Difficult People, The Mindy Project, 11.22.63 and all nine seasons of Seinfeld. This year, the streaming service is focusing on improving the experience of watching that content, especially in the comfort of viewers' own homes. Hulu's subscriber base has grown more than 30 percent from last year, and will reach 12 million U.S. subscribers by this month. "Hulu is TV, and the fact that 70 percent of our viewing happens in a living room environment just reinforces that idea to the market," said Peter Naylor, svp of advertising sales with Hulu. That's why many of the company's big announcements at Wednesday morning's NewFronts event at the Theater at Madison Square Garden center around initiatives relating to what Naylor calls the "living room," but refer to any viewing via connected TV devices like Roku, Apple TV, PlayStation or smart TVs. Hulu has teamed with interactive advertising company BrightLine to bring interactive advertising to connected TV devices for the first time. Havas Media will be the exclusive charter agency for the new ads, which debut on Hulu this summer. It will allow viewers to interact with the creative itself much as they would on a computer or mobile device. They can click on the ad and be taken to a site or page with details about a particular brand

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Put Away the Selfie Stick and Live Like a Local, Urges Airbnb’s New Campaign

April 19, 2016  |  Media Week  |  No Comments

Travelers today, especially those using Airbnb to find lodging around the world, don't want to navigate throngs of other tourists for a glimpse of Times Square or Fisherman's Wharf. According to data from Airbnb, 86 percent of its users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the brand's latest and largest marketing campaign, "Live There." "Don't go to Paris. Don't tour Paris, and please don't do Paris," the ad's narrator advises over footage of selfie sticks and packed tour boats. Instead, the ad advises, "Live in Paris." The work, from agency TBWAChiatDay is aimed at younger travelers, or at least those young in spirit. It's focused not just on the millennial generation, but also on those who want to eat at local restaurants, meet local artists and avoid tourist traps. According to Airbnb, 52 percent of these younger-minded U.S. travelers find crowds at major tourist attractions to be more stressful than doing a tax return, while 47 percent don't like to be labeled as tourists when they go to a new place. With that in mind, Airbnb CMO Jonathan Mildenhall said he wanted the brand's latest work to push back against the modern tourism industry and capture the idea that people shouldn't simply go to a new place, they should live there, even if only for one night

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Scripps Is Planning a 6-Network Halloween Crossover Special

March 29, 2016  |  Media Week  |  No Comments

Marvel and DC aren't the only media companies engineering major crossover events to showcase their biggest properties. Scripps Networks Interactive—home to HGTV, Food Network, Travel Channel, DIY Network, Cooking Channel and Great American Country—is planning a Halloween special featuring talent from many of its channels to air on all six networks. The company discussed cross-network and cross-platform opportunities for advertisers during a media briefing before today's upfront presentation, which will be held at New York's Alice Tully Hall. It's the third stop on Scripps' seven-city upfront tour, which kicked off March 15 in Atlanta and also includes stops in Minneapolis, Chicago, Detroit, Boston and L.A. Jon Steinlauf, president of national ad sales and marketing, touted Scripps' robust portfolio and said its top three channels are growing in ratings, revenue and share. "We're delivering our advertisers' schedules with a growing stable of hit shows that families can watch together," Steinlauf said. And almost all of those shows are being watched live: 97 percent of Scripps' C3 audience watches either live or later that same day, making Scripps the No. 1 network group in the category. Scripps' ratings growth is led by HGTV, which had its highest rated year in 2015 and as of February is the No.

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Infographic: A TV Show’s Appeal Can Determine Ad Recall, Twitter Study Says

March 18, 2016  |  Media Week  |  No Comments

Advertising agencies can now blame TV shows when a new spot doesn't quite get the attention they think it deserves—at least sort of. According to a new study by Twitter, Starcom and social TV analytics company Canvs, programming where an audience had high emotions often led them to have higher ad recall. In fact, a survey of 3,500 Twitter users and non-users found that viewers were 48 percent more likely to recall an ad they saw the day before. "Not all TV audiences are created equal: we've long believed that viewers respond differently to commercials depending on how they feel about what they're watching," Heather O'Shea, Twitter's global agency research and data strategy lead, wrote in a blog post. "And when it comes to getting a pulse on people's emotional reactions during live TV, now we know that Twitter can drive even stronger results for brands." Based on the results, O'Shea offered three tips for marketers hoping to harness the double-screen world: 1.

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Tastemade Serves Up $40 Million Funding Round

December 17, 2015  |  Media Week  |  No Comments

Tastemade has had quite the year. The company, known for its quirky short-form videos in the food, travel and lifestyle space, hit the 100 million monthly active viewer mark, with more than 1 billion monthly views. On Facebook alone, Tastemade grew its audience from around 100,000 fans to more than 5.7 million. This year, the company launched on Apple TV – the only food and travel channel on the platform – linked up with Facebook's Anthology and Suggested Videos, partnered with Spotify on the streaming music company's video service, and landed one of the 15 prized spots on Snapchat's Discover platform . As Tastemade, which was founded in 2012, heads into its fourth year, it will do so with deeper pockets. The video publisher announced this morning it has closed a $40 million Series D funding round led by Goldman Sachs, with participation from existing investors Redpoint Ventures, Raine Ventures, Comcast Ventures, Liberty Media, Scripps Networks Interactive, and Tohokushinsha Film Corporation. With the extra cash in hand, Larry Fitzgibbon, one of Tastemade's co-founders, wants to continue Tastemade's momentum, especially when it comes to working with brands. "All of that work has culminated into us reaching the exact consumer we thought we would at a scale we thought we would as well," said Fitzgibbon. "We are truly becoming the brands for our categories for that audience." Fitzgibbon noted that they're seeing an increased appetite from advertisers who want to appeal to that young, millennial, mobile-first audience

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How Bravo is Helping Fans Dress Like the Stars of Girlfriends’ Guide to Divorce

December 1, 2015  |  Media Week  |  No Comments

Call it the girlfriends' guide to style. With a second-screen experience called The Loobook, Bravo is helping fans of its sophmore series Girlfriends' Guide to Divorce dress just like the stars of the show. The Lookbook, launching today ahead of tonight's season 2 premiere, is a digital and social hub offering the same outfits worn by star Lisa Edelstein and the show's cast. Ulta Beauty has signed on as the exclusive beauty partner, in what is the retailer's first multiplatform brand campaign. Ulta's partnership includes a branded video web series hosted by style and beauty YouTuber Sona Gasparian. Style vignettes airing during each episode will point viewers back to The Lookbook, which will also feature behind-the-scenes videos, style guide profiles for cast members, curated product guides and click-to-buy partner sites. "Bravo's audience has an insatiable appetite for all things fashion and beauty, especially when it relates to our series talent," said Laura Molen, evp, lifestyle advertising sales, NBCUniversal. "Together with Ulta Beauty, we're excited to launch the ultimate shopping experience for our fans to more deeply connect with our programming, characters and our advertising partners." Girlfriends' Guide was Bravo's second most-watched freshman series to launch last year. Its 829,000 adults 25-54 and 749,000 adults 18-49 averages are an increase of 14 percent and 8 percent, respectively, compared to the average freshman scripted series on cable.

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South Park Hysterically Satirized Ad Blocking and Sponsored Content

November 19, 2015  |  Media Week  |  No Comments

South Park's 19th season has been unusually strong, thanks to a season-long storyline involving topics like political correctness and gentrification. "Sponsored Content," last night's episode of the Comedy Central hit, was one of its best yet in 2015. Show creators Trey Parker and Matt Stone hilariously took on several of the issues advertisers have been grappling with, including ad blocking and sponsored content. In the episode, the elementary school's new principal, PC Principal, informs the student editor of the school newspaper, Jimmy, that he can no longer distribute the paper in school until the content is pre-approved. Jimmy refuses and instead delivers it door to door, to the delight of parents who are finally able to enjoy news stories that aren't obstructed by ads. "There's no ads, no sponsored content, no links to click on," says one overjoyed parent, Stephen. He then goes off on this rant about the insanity of reading content online: "Do you know how long it's been since I was just able to sit back and read the news? I got so used to getting news off the internet, but I feel like I'm always trying to chase the news somehow. It's like I'm in a black void trying to reach the news story, but then the next thing I know, I'm reading an ad for Geico.

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Here’s How Brands Can Make a Splash on The Late Show With Stephen Colbert

August 31, 2015  |  Media Week  |  No Comments

CBS is just a week away from the launch of The Late Show with Stephen Colbert, which it hopes will shake up the late-night landscape in more ways than one. Colbert's Sept. 8 debut includes George Clooney and Jeb Bush, but two of his other premiere-week guests are drawing the most attention from advertisers and marketers: SpaceX and Tesla Motors CEO Elon Musk on Sept. 9 and Uber CEO Travis Kalanick on Sept. 10. "It really is innovative.

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Millennials Favor Facebook Over TV for Political News

June 1, 2015  |  Media Week  |  No Comments

In Republican years and Democratic years, local television stations have always emerged as winners. The 2014 midterm election delivered an estimated $2.4 billion to local stations, as candidates and political action committees bought time for federal, state and local races. As stations gear up for a presidential election cycle—and the cash it will bring—a new report released Monday by the Pew Research Center suggests a sea change ahead, that could send much of that ad spending to social media. "When it comes to where younger Americans get news about politics and government, social media look to be the local TV of the millennial generation," said Amy Mitchell, director of journalism research at Pew. The report, Millennials and Political News , was based on an online survey of nearly 3,000 people. Millennials reported little interest in following their parents' habit of turning to local television for political coverage—and the advertising that traditionally fills commercial breaks in election years. Sixty percent of baby boomers trust local TV for political news, but the same percentage of millennials opt for Facebook. That shift presents challenges for campaigns and elected officials, as well as for advertisers and station groups. "We are only beginning to understand the complex interactions of personal choice, friend networks and algorithms in the social media space," said Mitchell. "As the research continues, these data suggest there are fundamental differences in the ways younger and older generations stay informed about political news."

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